Around a third of mobile searches are conducted by people looking for products or services in their local area, which means marketers can tap into a potentially significant audience who are likely to take "immediate action", an expert has claimed.

Writing on the official blog of Google’s pay per click marketing service AdWords, Katrina Kurnit said that there are a number of ways businesses can target mobile internet users in their locality.

Firstly, search engine optimisation is important, as it will improve the visibility of their site on Google.com and Google Maps.

Users of AdWords can also set parameters for their campaigns so that ads only display in a particular city or region. They can also set their own geographic boundaries for where marketing messages will appear.

Within ads themselves, Ms Kurnit said companies can include clickable links that will show a map of their location or click-to-call phone numbers that connect users direct to their nearest store.

Google introduced click-to-call numbers with localised extensions for ads appearing on mobile devices with full internet browsers in January.

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